Strategi Internasionalisasi Wuling Motors Di Indonesia Tahun 2017-2019
his research is part of the International Business and Organization study, which focuses on the internationalization of Wuling Motors to Indonesia. Wuling Motors, also known as SGMW Motors Indonesia, began selling its product in Indonesia on July 11, 2017. SGMW Motors Indonesia's business in In...
Saved in:
| Summary: | his research is part of the International Business and Organization study, which focuses on the internationalization of Wuling Motors to Indonesia. Wuling Motors, also known as SGMW Motors Indonesia, began selling its product in Indonesia on July 11, 2017. SGMW Motors Indonesia's business in Indonesia could be considered successful as it became one of the top ten automotive companies with the most sales in Indonesia. This achievement is such an anomaly considering that no Chinese automotive company has made it in Indonesia. The Indonesian automotive market itself is dominated by Japanese automakers, such as Toyota, Daihatsu, and Honda, making the success of Wuling Motors become an anomaly. This research raises a question regarding how Wuling Motors managed to become one of the top ten automakers in Indonesia and turned over the oast trend of the Chinese automakers' sales in the country. The analysis was carried out by using five frameworks, namely: (1) the bring-in and go-out approach; (2) the joint venture; (3) the wholly-owned subsidiary; (4) the role of government in internationalization; and (5) the marketing mix. The bring-in approach refers to the Chinese automotive companies' approach in carrying out their internationalization by forming joint ventures with foreign companies. The formation of this joint venture provides its own advantages, including the possibility of technology transfer. Meanwhile, the go-out approach refers to the next phase of Chinese automakers' internationalization, the transnational expansion of its business. The expansion itself can be done through various means, and one of them is by building a wholly-owned subsidiary. In order to complete the research, the author then used the marketing mix concept to analyze how the company markets its product in the host country as part of its internationalization. In this research, the author argues that Wuling Motors' success in Indonesia is inseparable from implementing the bring-in and go-out approach and marketing mix as part of its internationalization strategy. The author's findings supported the argument as they show that the bring-in approach was implemented in the formation of a joint venture company named SGMW Motors, the parent company of SGMW Motors Indonesia. Meanwhile, the go-out approach was implemented by establishing a wholly-owned subsidiary named SGMW Motors Indonesia. The author then found that this strategy's implementation involved government roles from both the home and host countries, namely the government of China and Indonesa. The roles of both countries' governments were found in the establishment of the joint venture and the process of the company's business expansion. The company's internationalization strategy then was complemented with the application of the marketing mix strategy in selling its products in the country. |
|---|